Effect of online video infotainment on audience attention

Abstract

AbstractBased on the attention economy theory, this study used the regression analysis method to analyse the effect of online video information entertainment on audience attention’s breadth, depth, engagement, and validity. The empirical research results show that highly positive and negative emotions significantly impact the audience’s attention in infotainment. We found that content storytelling, star characters, soft news themes, and sensational headlines have a significant positive effect. From the perspective of online video and media platforms, time fragmentation significantly impacts the audience’s attention positively and negatively. The diversification of presentation methods, the number of labels, and authoritative media have significant positive effects, whereas the number of topics has a significant negative impact.